Data-Centric Digital Media & Email Marketing

Baby Boomer Mom…She’s Not Going Quietly

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We hear so much these days about the best way to reach the elusive Millennial Mom and gain her trust, but what about the generation that makes up the largest percentage of our population? Baby Boomers! The Baby Boomer generation, born between 1946 and 1964, accounts for 75 million consumers in the U.S. and is still very much a force to be reckoned with.

Total Net Worth Dollar Share and Income Dollar Share of US Adults, by Generation (2012)

In comparison to Millennials, Gen X, and Seniors, Boomers are the largest segment of the US population, control the highest amount of spending power, and have the greatest percentages of total income and net worth. Baby Boomer mom controls over $2 trillion in annual spending, yet she is generally neglected by most advertisers and marketers. These stats suggest we may need to reconsider some things.

The youngest Baby Boomers turn 50 this year. According to eMarketer’s Report on Healthcare Marketing to Baby Boomers, “This generational group is so large that it comprises a wide range of life stages. Some boomers have children in school, some are “empty nesters” and others are dealing with older children “boomeranging” back home”. No matter what age her children are, Mom is always Mom – even when she becomes an empty nester. While many Baby Boomer moms have children back in their household in some form or fashion, they will always be a mom regardless of physical proximity to their children. How are marketers engaging and maintaining their relationship with this largest and most unique demographic? Below are 4 key points to keep in mind when reaching out to Baby Boomers in the digital age:

  1. Don’t Call Them Old – Boomers are the “Forever Young Generation”. Avoid killer buzzwords like “senior”, “elderly” or “aged”; they don’t like being reminded they are over the hill. They feel like they are entitled to live the good life, even while that good life involves the everyday realities of getting older. The key is figuring out how to hit the sweet spot between making your target market aware of their need for your product without making them feel any stigma for needing your product. Take for example Depends, who use attractive and healthy women in their 40’s and 50’s (think Lisa Rinna) to target consumers who are typically in their 60’s and beyond. The Boomer market is too big to ignore, even if you have a “problem” product. The “problem” isn’t a showstopper; you just have to market it differently.
  2. Help Them Keep Their Focus – This goes hand-in-hand with not reminding them of their age. Make your content clear and easily accessible. Avoid confusing wording and fonts that are too gimmicky or distracting. Apple is an example of a brand that is cutting-edge but still manages to make its products and online services simple and intuitive. The iPhone 6, for example, has a bigger screen than previous versions and will be easier for Boomers to interact with. Another example is Sherwin Williams, who has enlarged the font on their paint cans. When Baby Boomers come in to buy paint, they don’t want to strain their eyes. Imagine trying to hold up a paint can while putting on your reading glasses. Everyone over 40 appreciates an increase in font size, having white space, having more visuals than text. Aesthetic tweaks don’t just benefit Baby Boomers. They’re also just better marketing and creative development tactics, plain and simple.
  3. Remember They’re Used to Being the “Me” Generation – After World War II, self-fulfillment and self-realization became a part of the Boomer lifestyle. “The baby boomers grew up being chased by marketers and advertisers that tailored products and brands to appeal to them”, said Lisa E. Phillips, eMarketer senior analyst. Personalized approaches work best. They’re used to having someone wait on them. Consequently, an outreach through a social media platform or email should actively engage them.
  4. Maintain Trust and Keep Promises – The fast pace of the digital world can be unsettling and a learning process for Boomers, who didn’t grow up with a Facebook profile or Twitter handle. It’s important for brands to stick to their promises and help Boomers figure out new products step-by-step. Good customer service, user-friendly websites, targeted marketing, and sleek design are appreciated beyond the Baby Boomer generation, but making sure these elements come together in a way that doesn’t make Boomers feel old is crucial to marketing your products.

According to insights by Nielsen marketing, Boomers stand to inherit $15 trillion in the next 20 years. As they become increasingly social media-savvy, they’ll be able to put their money towards whatever makes them feel youthful. As a result, they can be key to the success for many brands.